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Salesforce wins Disney Studios contract to overhaul digital workflows

Disney's StudioLAB will use the CRM giant's technology to improve content workflows and inform decision making

A smartphone with Disney+ and popcorn

Salesforce has secured a high profile partnership with Disney Content Studios which will use the platform to support marketers and filmmakers for both streaming and theatrical content.

The cost of the deal has not been disclosed, or the length of the partnership, but Disney's StudioLAB will use technology from the Salesforce Customer 360 suite, which includes apps for marketing and commerce.

The deal will initially focus on streamlining production and marketing by developing digital workflows, performance analysis to inform 'executive decision-making', and the deployment of software that allows studio personnel to access workflows from any device.

Disney's StudioLAB is a unit dedicated to finding and deploying new technologies for storytelling. Its team is compromised of software engineers, film producers, theme park designers, and game developers, and its partners already include the likes of Microsoft, HPE and LG.

With Salesforce onboard, StudioLAB will also explore the use of technology to manage and accelerate content production with both companies collaborating on content from its initial conception all the way through to post-production, according to Disney.

"Salesforce's platform gives us the ability to accelerate and better coordinate the production process," said Jamie Voris, the chief technology officer for Disney Studios Content. "With Salesforce as our Innovation Partner, we can equip our marketers and storytellers with world-class technology to better deliver against the incredible slate of content we have planned for streaming and theatrical audiences."

Disney is set for a strong finish to the year with a host of films and shows set to be released in both cinemas and on its streaming platform Disney+. To manage this the company has secured partnerships with the world's largest cloud companies, including a deal with AWS to help push Disney+ into more regions across the globe.

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